START WITH WHY (SIMON SINEK) - Listening books
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The Importance of Clarity, Discipline and Consistency
Products are not just symbols of what the company believes, they also serve as symbols of what loyal buyers believe. A great raise and added benefits couldn't convince a loyal Apple employee to work for Dell; no amount of cashback incentives could convince a loyal Mac user to switch to a PC. To the Dell or HP user, their computer is not a symbol of a higher purpose, cause or belief. It's just a computer.
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